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该文研究了电子商务平台如何通过甄别机制区分不同的卖家,并进一步分析了甄别机制对于平台收费结构和利润的影响。通过构建并求解一个双边架构的甄别模型,并进行比较静态分析,研究表明:接入费的结构与平台甄别能力密切相关,当甄别能力较弱时,平台对低质卖家收费较低甚至提供补贴。而随着甄别能力提升,平台的定价能力增强。在一定范围内,甄别能力对平台利润有正影响。因此,甄别功能的建立和完善,能够增强平台的盈利能力,提升平台价值。
This paper studies how the e-commerce platform differentiates between different sellers through the screening mechanism and further analyzes the impact of the screening mechanism on the platform charging structure and profits. By constructing and solving a screening model of bilateral architecture and conducting comparative static analysis, the research shows that the structure of access fee is closely related to the screening ability of the platform. When the screening ability is weak, the platform charges low-quality sellers or subsidies . With the screening ability to enhance the platform’s pricing power. In a certain range, the screening ability has a positive impact on the platform profit. Therefore, the establishment and improvement of screening function can enhance the profitability of the platform and enhance the platform value.